The event, organised by trade media Marketing Directo with PHD Spain as the main sponsor, was a chance to see presentations by world-class experts on the future of both sectors as well as an enriching day of networking.
PHD Spain MD Oscar Dorda delivered the keynote speech – click here – based on ‘Merge’ and the changing role of the agency and its staff.
Dorda discussing the third stage (the current one) of ‘Merge’:
“We have become constantly connected and leave a pile of data behind us that has an important value. We have a spectacular information pool…and working on a human level is impossible, we need machines.
“The great changes in the agencies will be hand-in-hand with technology and making one-to-one communication possible. Whoever has the ability to implement this first, will have an important competitive advantage.”